It is an alchemist’s blend of art and science when it comes to
qualitative marketing research. The analysis of open-ended
questions found on most surveys is indeed a qualitative endeavor.
At its core this is an iterative process, even with the use of text
analytics tools such as OdinText. Where do...read more

The old school for ad testing involved bringing large numbers of
people of various demographics together and showing them ads
embedded in pilot television show. This was coupled with two
surveys, a pre-exposure survey and a post-test assessment following
the programming and ad exposure. Enter the...read more

Scales in market research share a similar purpose with those
devices found in bathrooms, gyms and doctors offices. They are both
designed to measure. In one case it may be our physical weight,
while in the other it may be the importance of an attribute or
attitude. In the context of B2B and consumer...read more

Where to begin is a question frequently heard in market research.
Yet, when it comes to survey design this question cannot be asked
often enough. A particular example that has significant
ramifications on satisfaction scores is where to start the scale?
There is a significant body of research around...read more

Much of the change in the market research industry revolves around
moving data collection online. Tools such as Cvent are excellent at
collecting survey data interactively, yet they are also capable of
producing easy to read print surveys. Why in this day of the
Internet would you want to print and...read more

Survey Innovation Series Part 1 It used to be that paper and
postcard surveys were the way to go for gathering event feedback.
The challenge with this approach? Receiving attendee feedback after
the fact when the excitement has worn down and specific details are
faded from memory. These days, thanks...read more

Advertising is still big business with billions of dollars each
year being spent on both the creation of advertising and refinement
of the media selected to convey those messages. This is occurring
in spite of a changing and more fragmented media landscape which is
seeing a declining interest in...read more

Pete Townshend once sang about goin’ mobile. Now marketers and
researchers are singing the same tune. The trend toward all things
mobile continues unabated. This is one of those trends I certainly
agree with, but as researchers we need to approach it with respect
and understanding. It is not a trend...read more

We seem to need an incentive nowadays before we are willing to do
anything. As our lives have become busier, taking even a few
minutes for a survey can be perceived as time wasted. This has led
to an increasing reliance on incentives to motivate survey
response. In the days of old it was common to...read more

What is the first thing you do before booking a hotel? If you’re
like me, I always go to TripAdvisor to see how other travelers rate
the hotel. Cleanliness is my big thing, so if there’s negative
reviews about the cleanliness of the hotel in general, I’m onto my
next hotel to research. Online...read more